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Profil návštěvníka Jihomoravského kraje pro strategii rozvoje cestovního ruchu
Karlová, Edita
Diploma thesis is focused on the description of visitors profile in the South Moravia area. This will be based on the analysis of the actual tourism activity in the area and based on a marketing research among the observed groups. The first part of the thesis is a description of a theory of tourism, tourist behaviour, tourism management and visitors profile. The analysis of the actual situation of the tourism in Brno is described by 6A and SWOT analyse method. The visitor's profiles will be defined from the researched data. According to the researched visitors profiles will be recommended a suggestion for the local agency in Brno in order to develop in the South Moravian region. These suggestions will include a recommendation for the next strategy, new collecting places and innovative research methodology.
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The Image of the Czech Republic in Finland in Tourism Context
Selecký, Stanislav
Thesis topic deals with the Image of the Czech Republic in Finland in Tourism context. Within the literature review, destination marketing, destination management, also buying behaviour are interpreted. The empirical part is based on a questionnaire which is elaborated and evaluated on the purpose of identifying current Image of the Czech Republic among Finns as well as a comparison of the current state with the long-term marketing plan is included.
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Comparison of strategic communication of main city Prague and Czech Republic towards non-Czech and Czech public within celebrations of 100. anniversary establishment of Czechoslovakia
Růtová, Miriam ; Halada, Jan (advisor) ; Dolanská, Nora (referee)
This thesis is focused on destination marketing. At first it explains the characteristic of this kind of marketing, its goals, target groups, potential problems and communication aspects which are represented especially by events and attractions. Theoretic part follows description of two Czech communication agencies (nationwide CzechTourism and Prague City Tourism from the capital city), when both of them are focused on propagation either the whole state, or just Prague. Third chapter then discusses and compares communication and marketing activities of both agencies, which happened last year to promote the 100th anniversary of founding Czechoslovakia and following important events. Practical part is constructed by a quantitative questionnaire survey, which is examining the awareness about celebrations of the historical jubilee between the Czech and foreign inhabitants of the Czech Republic.
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Image of selected Destination
HOZOVÁ, Petra
The bachelor thesis analyzes the image of a selected spa destination - Karlovy Vary. The subject of the thesis is to discover and compare the opinions of residents and visitors on this destination - which products, brands or famous people they know, which services they like or dislike and (in case of visitors) what is the reason for their arrival in the city. The part of a research is knowledge about KarlovyVARY° CARD - a tourist card offering discounts and free admission to tourist attractions. The aim of the thesis is to propose new measures to improve the image of this spa destination. In addition, it leads to greater satisfaction of residents and increasing popularity among tourists.
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Cestovní ruch v mikroregionu Hustopečsko
Neckařová, Zoja
This thesis is focused on tourism in microregion Hustopečsko. It aims to describe the current state of the matter through the basic characteristics of the microregion, localization and realization factors. It also involves a questionnaire and survey that reflex opinions of the locals, visitors and public servants on the current state of the tourism in the area studied. The thesis also presents a SWOT analysis that identifies strong and weak points, opportunities and threats. The conclusion of the thesis introduces suggestions and recommendations that may help with the advancement of tourism.
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Analysis and comparison of use of destination cards in the Czech Republic and abroad
Fikejsová, Julie ; Herget, Jan (advisor) ; Pilařová, Adéla (referee)
The aim of the Diploma thesis is to show the benefit of destination cards and the potential of a unified system of destination cards in the Czech Republic. The main aim is achieved by analyzing and comparing the offer of use of destination cards abroad and in the Czech Republic. The Diploma thesis is divided into six chapters. The first chapter deals with the definition of tourism, factors influencing the development of tourism and specification of the tourism market. The second chapter is dedicated to tourism marketing, destination marketing and tourism destination characteristics. The third chapter deals with the concept of the destination card and its use. The fourth chapter describes the offer and the system of destination cards abroad, on the example of Great Britain. The fifth chapter describes the system and the total offer of destination cards in the Czech Republic. The selected destination cards and their influence on the behavior of the tourists in the destination will be analyzed. In conclusion, based on the results of the analyzes, the solution of a uniform system for coordination of destination cards in the Czech Republic is proposed.
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Hungary - a brand of the country, destination and its impact on the perception among Czech residents
Blahútová, Dominika ; Pešek, Ondřej (advisor) ; Bímová, Kristina (referee)
The objective of the diploma thesis was to evaluate the current position of perception of the Hungary among residents of the Czech Republic in relation to its brand and its means of communication and bring some recommendations to support the promotion of the country in relation to tourism. The results will be available and provided to the selected interested organizations. To meet the specified objectives, it was necessary to analyze primary and secondary data. To obtain the primary data was made a quantitative research using questionnaires and additional qualitative research in the form of individual interviews. The result was that Czech citizens perceive this country positively, but they don´t perceive all of the communicated values that promote the attractiveness of the tourist destination. Recommendations were related to the construction of more effective promotional campaigns and the promotion of marketing communication tools to support the positive development of tourism.
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The role of information centre in marketing a place on an example of agency CzechTourism
Čermák, Petr ; Johnova, Radka (advisor) ; Lipková, Helena (referee)
The bachelor thesis "The role of information centre in marketing a place on an example of agency CzechTourism" deals with the role of information centre and marketing in the area of tourism on an example of government organization CzechTourism. This thesis describes different functions of the agency, especially its marketing action in area of Czech Republic propagation, as a destination of tourism interest. Basic information about marketing in tourism area will be shown in the introduction. That is followed by Czech Authority of CzechTourism, which contains basic information about agency, agency-used communication form included, marketing concept, marketing strategy, swot analysis of destination, and other forms of CzechTourism marketing. Representation of CzechTourism abroad will be presented in conclusion, together with results of my personal research, which deals with questions about organization actions.
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Communication activities of Czech Tourism agency for increasing incoming tourism
Skalník, Jan ; Dolanská, Nora (advisor) ; Strielkowski, Wadim (referee)
The bachelor thesis "Communication activities of CzechTourism agency for increasing incoming tourism" describes the current situation of an incoming tourism to the Czech Republic and promotion of the destination abroad in 2013 focused on the most important source markets, namely Germany and Russia. Major emphasis is placed on the project "Land of stories" and rebranding, which CzechTourism came through in 2012. On the example of the Czech Republic, I will describe some specifics of destination marketing, which is undergoing a rapid development. The goal of this thesis is to evaluate the success of marketing strategies and effectiveness of marketing campaigns. The first part deals with the theory which emphasizes the importance of marketing for tourism. This is followed by a description of Czech Tourist Authority and situational analysis which deals with the role of the Czech Republic in the tourism market, the SWOT analysis and characterization of chosen key markets. The next parts describe the specific activities and campaigns through which the Czech Republic is presented on the individual markets. The end of the thesis includes a summary of the research and my final conclusions.
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Development of a thematic product of the Town Třebíč as a tourism destination
ŠTROBLOVÁ, Barbora
Destination marketing and management is an integral part of each tourism destination. Destination marketing is an effort to achieve a common goal - selling the destination - with the help of working cooperation of all interested subjects in the location. The targeted area in chosen region is typical by its significant offer of tourism attractions and infrastructure. This thesis aims to create a thematic product of town Třebíč as a tourism destination. The aim of this thesis is to identify unique selling properties of the destination based on strenghts and weaknesses of Třebíč tourism potential and also to design a marketing mix for town's thematic product as a tourism destination.
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